Internet Browsing and Electronic Marketing – SS3 Marketing Lesson Note (Second Term)

Electronic marketing is the promotion of products and the building of customer relations using electronic media, especially the Internet.

Behavioural objectives

By the end of the lesson, students should be able to:

1. Define Internet browsing and name common web browsers.
2. Describe the steps for browsing the Internet.
3. Define electronic marketing and list its tools.
4. Discuss the advantages and disadvantages of electronic marketing.

Instructional techniques

• Identification
• Explanation
• Questions and answers
• Demonstration
• Videos from source

Instructional materials

• Videos
• Loudspeaker
• Textbook
• Pictures

What is Internet browsing?

Internet browsing is the act of moving from one web page to another to find, read or watch information online.

• Tool used: a web browser on a phone, tablet or computer.
• Requirement: an Internet connection such as mobile data, Wi-Fi or broadband.
• Use in marketing: customers browse to find products, compare prices and buy.

What is a web browser?

A web browser is a software programme that lets a user open and view websites on the Internet.

Common web browsers are:

• Google Chrome: a browser made by Google.
• Mozilla Firefox: a browser made by Mozilla.
• Microsoft Edge: a browser made by Microsoft, found on Windows computers.
• Safari: a browser made by Apple, found on iPhones and Mac computers.
• Opera: a browser that is popular on mobile phones.

What are the key terms in Internet browsing?

• Website: a collection of related web pages kept under one address.
• Web page: a single document on a website.
• URL: the address of a web page, for example www.lessonnotes.ng.
• Homepage: the first page of a website, or the page a browser opens first.
• Hyperlink: a word, image or button that takes the user to another page when clicked.
• Search engine: a website that finds information for the user, for example Google and Bing.
• Download: to copy a file from the Internet to your device.

What are the steps for browsing the Internet?

1. Connect the device to the Internet.
2. Open a web browser.
3. Type the URL in the address bar, or type a keyword in a search engine.
4. Press Enter or tap the search button.
5. Click a result or hyperlink to open the web page.
6. Use the back button to return to the previous page.
7. Close the browser when finished.

What is the difference between a web browser and a search engine?

A web browser is the programme used to open websites. A search engine is a website that helps a user find other websites.

What is electronic marketing?

Electronic marketing is a form of product promotion and customer relations conducted with the use of electronic media.

• Wider meaning: it covers any transfer of goods or services from seller to buyer that involves one or more electronic methods or media.
• Other names: online marketing, digital marketing and e-marketing.

What are the tools of electronic marketing?

Common tools of electronic marketing include websites, email, social media, search engines, text messages and online marketplaces.

• Website: a business site where customers read about and order products.
• Email marketing: sending offers and news directly to customers’ email addresses.
• Social media marketing: promoting products on platforms such as Facebook, Instagram and WhatsApp.
• Search engine marketing: making a business easy to find when people search online.
• SMS marketing: sending short text messages about products to customers’ phones.
• Online marketplace: a site where many sellers display goods for buyers, for example Jumia.

How does Internet browsing support electronic marketing?

Internet browsing lets customers find and buy products while sellers track their interest.

1. The customer searches for a product with a search engine.
2. The customer opens the seller’s website or social media page.
3. The customer reads details and compares prices.
4. The customer places an order online.
5. The customer pays by an electronic method such as card or bank transfer.
6. The seller delivers the goods and asks for feedback.

What are the advantages of electronic marketing?

1. Lower advertising cost: it reduces the cost of advertisement.
2. Cheaper than traditional methods: it is relatively cheaper compared to traditional marketing strategies.
3. Tracking of returns: it gives the organisation the ability to track the rate of return on investment.
4. Quick response: it facilitates immediate responses or communication between the customer and the organisation.
5. Easy integration: it can easily and effectively be integrated with the traditional marketing strategies.

What are the disadvantages of electronic marketing?

1. Limited access: it is limited by the ability of the consumer to access and use Internet services.
2. Strong competition: it has intensified competition, which is a major barrier to new entrants in the global market.
3. Need for personal service: there is no replacement for good old-fashioned customer service.

What is the difference between electronic marketing and traditional marketing?

Traditional marketing uses non-electronic means such as handbills, posters and face-to-face selling. Electronic marketing uses the Internet and other electronic media.

Evaluation

1. Define Internet browsing.
2. Name three web browsers.
3. Explain electronic marketing and list three of its tools.
4. Discuss the advantages and disadvantages of electronic marketing.

Assignment

State three advantages and two disadvantages of electronic marketing.